1© 2014 Kenshoo, Inc. Confidential and Proprietary Information

K e n s h o o : H a r n e s s i n g S e a r c h I n s i g h t s t o I n c r e a s e F a c e b o o k A d v e r t i s i n g P e r f o r m a n c e

2© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Our objective for today:

Outline why Search& Social should be

viewed as an eco-system

and not individual channels

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We should be thinking about audiences, not channels

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Kenshoo Audience Management Solutions:Target people, not just keywords or

interests

5© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Search Text Ad

Google Shopping Campaign

GDN Ad

Leverage Insights Beyond Social

Web/App Visit

Paid Social

Organic Social

Social Retargeting

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Facebook: Get Credit Where It’s Due

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Facebook advertising improves Search performance

Source: Kenshoo, November 2013

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Demand-Driven Campaigns

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Automatically Convert Top-Performing Products into Facebook Ads

P R O B L E M

S O L U T I O N

Which products are popular? Which products are competitive?Which products are converting?

10© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Kenshoo Social Case Study

Challenges Results

• Ensure coverage for 40k+ products in inventory portfolio

• Eliminate manual processes for campaign creation and tracking

• Drive maximum performance and efficiency for Facebook campaigns

• Use Kenshoo Demand-Driven Campaigns (DDC) to create Facebook ads through product feed

• Leverage Ad Creation Wizard to automate workflow and track performance at product-level

• Use Advanced Search to pinpoint specific campaigns, ads, or products for more granular control

Solution

200%

Conversion Rate

40%

Cost PerConversion

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Intent-Driven Audiences (IDA)

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Kenshoo Intent-Driven Audiences (IDA) How it Works

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Audiences Built Based on Search Intent

Sneakers

Heels

Boots

Custom Audiences

Demographics

Interests

Behaviors

Retargeting segments Refine

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Audiences Expanded via Lookalikes

Lookalike Audiences

Sneakers Lookalikes

Demographics

Interests

Behaviors

Sneakers Custom Audience(people searching for sneakers)

New Segment Refine

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Intent-Driven Audiences (IDA) Case Study

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Difference from WCA

How is IDA Different?

• No pixel required

• Evergreen creative driven by real-time updating of Custom Audiences based on search intent

• Refine your audiences with Facebook targeting

• Leverage all ad types and placements including Mobile & App Ads

• Expand your reach with Facebook Lookalike Audiences

Difference from FBX

• No pixel required

• Evergreen creative driven by real-time updating of Custom Audiences based on search intent

• Leverage your Search structure to define and keep audiences updated over time

• Re-engage with your search audiences at typically lower CPC

• Understand who your searchers are using Facebook Audience Insights

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Understand your Search Audienceswith Facebook Audience Insights

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Understand your Search Audienceswith Facebook Audience Insights

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Facebook Native Targeting

What people did on Facebook

Online Behavioral Targeting

What people did on other sites and apps

WCAFBX

What people did on your site and apps

Kenshoo IDA Works Alongsideother Facebook Targeting Options

DDC

What people shopped for on search engines

IDA What people did on search engines

Intent Signal = Highest

Intent Signal = High

Intent Signal = Medium

Intent Signal = Lower

Intent Signal = Higher

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Kenshoo Offers Broad Mobile Capabilities

• Drive mobile web commerce

• Optimize by device type

• Segment analytics and reporting

• Mobile app discovery and install

• Drive re-engagement with mobile app users

• Measure in-app purchase and lifetime value

• Drive mobile phone leads

• Optimize for calls

• Reach via local mobile networks

Measure and attribute across mobile channels

22© 2014 Kenshoo, Inc. Confidential and Proprietary Information

Forrester: “The Only Leader”

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available

resources. Opinions reflect judgment at the time and are subject to change.

Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13

SEARCH SOCIAL

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David GilbertHead of Social, EMEA

david.gilbert@kenshoo.com+44-7968-210-655

Questions?